Abstract: Techniques for generating personalized content using generative artificial intelligence (AI) are provided. In an example method, a processing device including a personalization module receives an indication that a user interacted with content displayed on a web page. The personalization module receives a set of attributes, comprising information about the user and information about the content, and information about a segment to which the user belongs. The processing module then determines a tuning parameter, wherein the tuning parameter controls the randomness of the output of the generative AI model. The personalization module next inputs to the generative AI model the tuning parameter and a prompt comprising the set of attributes and the information about the segment and subsequently receives personalized content responsive to the tuning parameter and the prompt. The personalization module can then display the personalized content in a dynamic content field associated with the content.